II Tier cities in India are growing faster due to the increase in buying power and change in consumption
basket. After the announcement of smart cities development, Tier II cities are anticipated to nurture than expected.
Retaining customers is becoming very crucial for the marketers in the complex business scenario especially in the
apparel segment. Higher young population and increased disposable income has made Indian shoppers to make
impulse purchase frequently in especially in branded clothing stores. The study will be useful to understand the
patronage intention of apparel shoppers in Tiruchirapallicity, Tamilnadu.
METHODOLOGY
240 Sample was collected from Undergraduates and postgraduates students from Tiruchirapalli, Tamilnadu
which is said to be located centrally in the state. The Data analysis was carried out and interpreted using SPSS AMOS
20.0 and SPSS software.
RESEARCH PROBLEM
Online retail giants are expected to be a potential threat to the apparel retail chains. To face the competitions,
major